Direct access to content

EDHEC Business School

Version
Française

Advanced research

Master of Science in Marketing Management

You are here : MSc in Marketing Management > Curriculum

Module 4 : Customer Equity

OBJECTIVES

This course provides an in-depth understanding of the concept and application of customer equity. It will help you to enhance your skills and knowledge in dealing effectively with a portfolio of clients in either a retail or corporate setting. The module stresses the importance of understanding the needs and aspirations of clients as the basis of building an effective, long-term relationship. It goes on to explore the development of a CRM strategy.


COURSE CONTENT

The links between customer loyalty and customer equity

The relationship marketing approach

Loyalty programmes (frequent flyers programs, loyalty cards, etc.)

 Customer Relationship Management (software and applications, datamining, datawarehouse, etc.)

One to One Marketing and e-marketing

Written by NIKKI HARLE
Date of update September 2, 2008

[ Top of the page ]

Concentration Courses


Marketing Management : A Decision Making Approach
Market analysis, performance measurements and market research results



Services Marketing
Service policies, managing quality, pricing policy, setting-up networks...


Marketing Research
Qualitative and quantitative marketing research, case studies...


Customer Equity
Customer loyalty programmes, customer relationship management, data-mining, marketing one-to-one...


B2B Marketing
Organizations as customers, professional markets, key account management...


Brand Equity
Brand management territory, brand personality, product mix, brand security...


E-Commerce and Hi Tech Marketing
On line buying studies, technical approaches, data bases, virtual consumers...


Advertising Management
Advertising strategy, media decisions, advertising evaluation, ethical issues...


Marketing Planning
Concept of business mission, nature of marketing audit, components of core strategy...
 

Luxury Brands Management
Luxury market, buying and consumers, distribution and marketing of luxury products...

Programmes : Theseus-EDHEC MBA - EDHEC Grande Ecole - Master in Management - MSc in Finance - MSc in Capital Markets - MSc in Corporate Finance - MSc in Risk and Asset Management - MSc in Management Control - MSc in Strategic Management - MSc in Marketing Management - Bachelor ESPEME - PhD in Finance
Executive Education : EDHEC Executive - Executive MBA - IMARISC - Cycle Supérieur de Management (CSM) - CEVE (BADGE CIF, Conseil en Investissements financiers) - Séminaires - Intras - EDHEC Asset Management Education
EDHEC Corporate : Discover EDHEC - History - Campuses - Recruitment - Media - Research Centres - Chairs - EDHEC Foundation
Contact : Contact us